Pfizer did it. Bayer is doing it. So are J&J, Novartis, and others. There is evidence that use of mobile marketing is slowly taking hold in the industry. As texting grows within the United States from teens BFFing and ^5ing to baby boomers using short codes to respond to ads, pharma is slowly SU2P (stepping up to the plate).
The Text Tide is Turning
Several factors have converged recently to create a more robust environment for mobile marketing pharma pioneers. One, while the United States has been behind other countries — such as the United Kingdom and many countries in Asia — in its use of text messaging, it is beginning to show growth, racking up more than 240.8 billion texts a year in 2007, an increase from 57.2 billion in 2005, according to CTIA-The Wireless Association, an international…
Mobile Best Practices and Tips
Mobile Advertising Spending Worldwide by Format, 2007-2012
U.S. Wireless Usage
Sound Bites From The Field
Pfizer’s Mobile Marketing Campaign
Experts on this Topic
Tim Davis. CoFounder, Exco InTouch, Harlow Essex, United Kingdom; Exco InTouch is a provider of global, secure, and regulatory compliant SMS solutions to the biopharmaceutical and healthcare industries. For more information, visit excointouch.com.
Michael Devlin. Executive VP and Managing Director, Consumer, Concentric Pharma Advertising, New York; Concentric is an independent advertising agency. For more information, visit concentric-rx.com.
Robert Flynn. CEO and Founder, Pulse Media Response, Windsor Locks, Conn.; Pulse Media Response uses text messaging to improve an advertiser’s mass media response and measurement, while providing consumers with a confidential vehicle to respond to advertisements that interest them. For more information, visit sendapulse.com.
Geoff Melick. Senior VP, Managing Director, Kinect, Chicago; Kinect provides effective, strategic e-marketing solutions to create ongoing dialogues between clients and customers. For more information, visit kinect.com.
Donna Wray. Management Advisor, TGaS Advisors, East Norriton, Pa.; TGaS Advisors provides pharmaceutical companies with customized information that enables them to evaluate their commercial operations against industry benchmarks. For more information, visit tgas.com.